Well Beginnings, a bariatric surgery center at Houston Northwest Medical Center (HNMC) and part of the Tenet healthcare system, enlisted Encore Multimedia to implement an all-new Facebook advertising campaign for their facility. This campaign utilized an Internet landing page designed to drive attendance to free weight loss seminars to attract new patients. In addition, Encore was charged with developing and maintaining an ongoing program of article research and copywriting to keep their Facebook content continually fresh and compelling.
Encore developed a Facebook/Internet marketing strategy in which every component was designed to drive prospects to a new online landing page in which they could fill out a simple form to attend a free weight loss surgery seminar at HNMC. In addition, prospects were encouraged to call a specially created phone number to request more information and/or consultations if they did not want to attend the seminars. A series of Facebook advertising themes were also developed with imagery and wording stressing key messages such as how weight loss surgery can be the solution for a healthier, more active lifestyle, and how the process can transform patients into a “new you.”
Almost immediately after taking over Well Beginnings’ Facebook marketing program, the number of click-throughs on their Facebook ads began to increase. In the first five months, 35 online submissions were completed to attend a seminar. Within a one-month period alone, the ads received nearly nine-million impressions and 1,465 clicks.